PhysioFixx – Unlocking Growth for a Multi-Location Physio Clinic in Suffolk
PhysioFixx is a reputable physio and sports rehabilitation clinic based in multiple locations around Suffolk.
Alongside its conventional physiotherapist treatments, PhysioFixx addresses a diversity of athlete-specific services in the form of sports massage, injury prevention and performance optimisation, and recovery programmes.
Clients of PhysioFixx span from everyday individuals with pain or mobility problems to elite athletes requiring specialist needs.
With a stellar reputation for professional, hands-on care, PhysioFixx would find no difficulty in owning the local market. But their online advertising wasn't quite reaching its potential.
The Challenge
When PhysioFixx initially came to ExecuteConsult, they had been managing Google Ads in-house with little impact. Clicks were being generated but few were producing enquiries or bookings.
With a good service proposition and local demand for physiotherapy established, PhysioFixx wasn't seeing online exposure or volumes of leads to justify their growth strategy. Worse again, internal marketing was occupying time but not producing consistent outcomes.
They required specialist assistance to turn around their paid media and maximize ROI from their current investment.
The Solution
We started with a thorough examination of the current Google Ads account, identifying the most prominent inefficiencies that were increasing cost while reducing lead quality. Instead of merely "optimising" existing settings, we reconstructed the campaigns from the outset, applying a systematic, data-driven approach.
Account Restructure for Precision & Efficiency
The previous attempts were too generic and were not sophisticated in their targeting. We substantially redesigned the organisation, establishing tightly themed ad groups to fixed services, so that each keyword activated an intensely relevant advert with a clear, service-defined message.
This high-granularity enabled us to:
Enhance quality scores board-wide
Eliminate wasteful ad spend on irrelevancy or low-behavioural-clicks
Boost conversion rates by better aligning user intent
Active Keyword Strategy
We carried out fresh keyword research aimed at high-intent local search that mirrored how people genuinely looked for physio services in Suffolk. Generic physio terms were targeted as well as more specific, symptom-based searches.
Branded and competitor terms were also targeted to remain front of mind and attract clients looking for alternative clinics locally.
Bid strategies were customized for campaign objectives, bidding more on terms that performed historically and less on lower-performing terms in an effort to save budget.
Cost-Controlled Scaling
The objective was not to incur more expenditure; it was to make the same budget perform better. With less hierarchy and more ad relevance, we were able to lower cost per conversion by a considerable degree without increasing the number of high-quality enquirers.
We updated ad copy to more accurately depict PhysioFixx's advantages - speed of access, professional clinicians, and local credibility and added conversion tracking so that we could ensure we were measuring true leads, and not clicks.
Weekly Campaign Management
After we rolled out the restructure, we optimised and controlled campaigns on a weekly basis.
This involved:
A/B testing new ad copy
Keyword expansion from search term reports
Negative keyword tuning to prevent wasted spend
Device and placement bid adjustments based on conversion trends
This innovative strategy allowed PhysioFixx's ads to optimize in real time, and month-to-month performance was solid
The Outcome
With the new setup and ongoing maintenance, PhysioFixx experienced an instant and continued performance increase:
More than 50 good-quality enquiries per month across their clinics
Average cost per conversion fell to around £5, so that the campaigns were not only successful, but hugely cost-effective
Better quality of leads, with more potential patients booking consultations or assessments directly from the ads
More visibility in a competitive local market, such that PhysioFixx appeared at the top for such service-based searches